When is it most appropriate to handle objections in the sales process?

Handling objections during the presentation, as they arise, is the most effective approach in the sales process. This timing allows the salesperson to address the customer's concerns in real-time, fostering an open and honest dialogue. By responding to objections immediately, the salesperson can clarify misunderstandings, provide additional information, and adjust their pitch according to the customer's specific needs and concerns. This interaction demonstrates that the salesperson is listening and values the customer's perspective, which can build trust and rapport.

Addressing objections promptly also helps prevent potential barriers from escalating and allows the sales process to flow more smoothly. It creates an opportunity for the salesperson to reaffirm the benefits of their product or service while directly countering any resistance the customer might have, ultimately leading to a more successful sales outcome.